Tom Peters - The Brand You 50 (Reinventing Work): Fifty Ways to Transform Yourself from an Employee into a Brand That Shouts Distinction, Commitment, and Passion!
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- Book:The Brand You 50 (Reinventing Work): Fifty Ways to Transform Yourself from an Employee into a Brand That Shouts Distinction, Commitment, and Passion!
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Again: the white collar job as now configured is doomed. Soon. (Downsizing in the nineties will look like small change.) So whats the trick? Theres only one: distinction. Or as we call it, turning yourself into a brand . . . Brand You.
A brand is nothing more than a sign of distinction. Right? Nike. Starbucks. Martha Stewart. The point (again): thats not the way weve thought about white collar workersourselvesover the past century. The bureaucrat on the finance staff is de facto faceless, plugging away, passing papers.
But now, in our view, she is born again, transformed from bureaucrat to the new star. She works in a professional service firm and works on projects that shell be able to brag about years from now.
I call her/him the New American Professional, CEO of Me Inc. (even if Me Inc. is currently on someones payroll) and, of course, of Brand You.
Step #1 in the model was the organization . . .a department turned into PSF 1.0. Step #2 is the individual . . .reborn as Brand You.
In 50 essential points, Tom Peters shows how to be committed to your craft, choose the right projects, how to improve networking, why you need to think fun is cool, and why its important to piss some people off. He will enable you to turn yourself into an important and distinctive commodity. In short, he will show you how to turn yourself into . . . Brand You.
See also the other 50List titles in the Reinventing Work series by Tom PetersThe Project50andThe Professional Service Firm50for additional information on how to make an impact in the professional world.
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CONTENTS
Coping rests on your shoulders. Forget they. This is your life. Period.
When was the last time you asked: WHAT DO I WANT TO BE?
You have no option: THE WHITE COLLAR REVOLUTION IS ABOUT TO SWALLOW ME/YOU/US!
The Answer: Becoming Brand You.
What if we each had market cap free-market evaluation of our economic worth, like ballplayers and actors more or less do?
Getting started now: Perform a Personal Brand Equity Evaluation. And: Create a Yellow Pages ad for... you.
We need a snapshot: What does Brand You look like? Feel like? For starters: Consider Icon Woman. (And hear her roar!)
Forget tasks. The new Brand You currency: WOW Projects!
Commit yourself fully to The Project Life. Pursue Mastery
You Brand You are a package.
Inc. yourself. Mindset: I AM A COMPANY.
Speak out! BRAND YOU IS ABOUT WHAT YOU VALUE!
No walk in the park: Brand You demands a rich, diverse portfolio of skills.
Brand You Warriors wear at least Eight Hats... from sales to accounting to product development.
Learn to play The Great Game of Business. You must master the Brand You Economic Basics.
Paint a compelling, technicolor word picture of who you are.
OBSESS ON YOUR... JOB TITLE. (Yes, it is that important.)
Brand You: WALK THE TALK. (We must become the change we want to see in the world. Gandhi)
Brand Yous embrace the real-world Politics of Implementation. (Or else!)
Turn crummy little tasks into Hopelessly Cool Projects. (IT CAN ALWAYS BE DONE.)
Work with what youve got! Make it a masterpiece!
Master bootstrapping. LEARN TO SCROUNGE RESOURCES!
YOU ARE YOUR PORTFOLIO: Think Quality of Project Portfolio.
You are the WOW-ness of every project. So: Score WOW-ness!
FOCUS!
You are your Clients I: BRAND YOU IS DEFINED BY HER (HIS) CLIENTS. Who they are. Who they arent.
You are your Clients II: SO... LISTEN TO EM! CONNECT WITH EM!
You are your saleable competencies: Brand You must be... stunningly good at something of value to clients.
You are your Rolodex I: BRAND YOU IS A TEAM SPORT.
Loyalty: More important than ever! New Brand You Loyalty = Rolodex Loyalty. (Not logo loyalty.)
You are your Rolodex II: Breadth counts! Collect Freaks!
DESIGN MATTERS... A LOT... TO BRAND YOU! You are your signage: phone skills, report writing style, letterhead, etc.
Consider your product line. Add to your product line... regularly. (OR ELSE.)
Think B-i-g. As in, Big Ideas. Did it make me gasp when I first saw it? adman David Ogilvys WOW Test.
Me Inc./Brand You Mantra: DARE... DAILY.
SUBMIT TO THE PERFORMANCE! Brand You is a performing art.
Bosses: YOU GOTTA damn well oughta LOVE BRAND YOU! (Its all about turning employees into Performance Maniacs.)
Identity = Most cherished Asset. Brand You: Learn to think like Gillette or Saturn.
A brand is a trust mark: Brand You rests upon bedrock called Credibility.
It may sound small. IT AINT. Calling Cards tell a Large Tale. (First Things First.)
BUILD A WEB SITE THAT WOWS. NOW.
You are your own P.R. agency. For starters: Join Toastmasters.
Work on your Optimism. (Spreaders of doom + gloom rarely attract followers!)
Renewal = Job 1 For Brand You. Period.
A must: FORMAL RENEWAL INVESTMENT PLAN.
Learn from... anyone. Anywhere. Any time. BECOME A SPONGE... for Cool Stuff. (Work on exposing yourself to cool stuff.)
Love the Plateau! Learning the essence of Brand You is not a smooth ride. (You get stuck at times.)
YOU Brand You NEED A TERRIFIC BOARD OF DIRECTORS. (No kidding.)
YOU Brand You NEED A FRONT LINE UNIVERSITY. Message: stay in close touch with real people.
Hunt for Cool Dudes-Dudettes. All Brand Yous youngest to oldest are perpetually in the Talent Scout Mode.
Create your own, cool organization... Me & Co.... even if you are young, unempowered, and on someones payroll. (You are always a Builder! If youre smart.)
Leadership is me... as Brand You... at all times. (Leadership is independent of formal position. Period.)
POWER MATTERS. Stuff that matters that gets done demands superb political skills.
YOU Brand You NEED A FORMAL MARKETING PLAN.
Think hard: DO I REALLY HAVE A PRODUCT? (This is no easy test to pass.)
Think: ONE WOMAN (MAN) GLOBAL POWERHOUSE. (Seriously.)
Sell. SELL. SELL!!!
YOU Brand You GOTTA BE A CLOSER. (Learn to Ask for the business.)
Effective Brand Yous Are dis-loyal! (I.e., on a Crusade that transcends the corporation.)
WELCOME TO FREE AGENT NATION!
ITS UP TO YOU... AND YOU ALONE.
The defining Brand You idea: They arent in charge of our careers and by extension our lives anymore. We are. It is up to us to fashion ourselves.
Young man, make your name worth something.
Andrew Carnegie
Carpenters bend wood. Fletchers bend arrows. Wise men fashion themselves.
Buddha
Dont just express yourself, invent yourself. And dont restrict yourself to off-the-shelf models.
Henry Louis Gates, Jr., commencement address at Hamilton College, June 1999
Nobody gives you power. You just take it.
Roseanne
The Nub
Its over! Its over! Praise God... its over. (Thats my view, anyway.) Whats over? The world in which we the best and the brightest, the college kids depended on them, the Big Corps., to guide (micromanage! dictate! control!) our careers.
Alas, my Dad was no more than an indentured servant to BG & E... the Baltimore Gas & Electric Co.... for 41 years. As I alluded to in the Intro: Same door. West Lexington Street. Day after day. Month after month. Year after year. Decade after decade.
It was no way to live... if living it was.
But... it is finished. Kaput. Even if we didnt want it to be (and there are literally millions who dont). It is O-V-E-R! New World (Economic) Order: We white collar we are on our own. Our lives are more precarious. But theyve been given back to us. The challenge: What are we going to make of them?
Babbitt is dead. Babbittry is dead. The Organization Man is heaving his Last Gasps.
Enter?
Augie March!
Nobel Laureate Saul Bellows character begins: I am an American, Chicago born... and go at things as I have taught myself, free-style, and will make the record in my own way.
Its Emerson II. As in the New/Second Age of Self-Reliance, Ralph Waldo Emerson style.
Ben Franklin (Poor Richards Almanack). Napoleon Hill (Think and Grow Rich). Dale Carnegie (How to Win Friends and Influence People). Norman Vincent Peale (The Power of Positive Thinking). And: Stephen Covey. Werner Erhard. Tony Robbins. Some sober as pastors. Some raving stage hounds. But the message... quintessentially American.
America has always been the Self-Help Nation. Bootstrap Nation. Pioneer Nation. In the early years of our democracy, everybody provided for themselves and their families (and their neighbors in time of need). Nobody expected to be taken care of. Self-reliance, independence, and the freedom that goes with them were what we stood for, what defined us. And then, about 150 years ago, when Giant Corp. arrived on the scene (Giant Govt. came about 75 years later), we started to lose it. Our Franklinian it. Our Emersonian it. We succumbed exactly the right word to Babbittry. To Big Corp.-That-Will-Be-Mummy-and-Daddy-for-Life.
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